Johanna Uurasjarvi is the type of woman who oozes cool: tall, fashion-forward, Scandinavian, and über-creative. As head of the creative department at West Elm, she leads everything from product design, artist collaborations, and the artistic direction of the brand's retail, catalog, and online channels. In other words, if we've been wanting to buy everything from West Elm recently, it's thanks to her.
This made us wonder—between all the new lines, collaborations, and trendy pieces that the brand has launched in recent months, Uurasjarvi must have favorites. So many products come across her desk every day, but which ones really caught her eye: Was it a set of dishware, a modern chandelier, or a brass bed frame? So we took it upon ourselves to ask. These are the 10 pieces West Elm's creative director would keep for herself (if she could).
"This is a new sofa for us, and it's such a great anchor for a room. The curved form is elegant, and with the closer-to-the-ground upholstering detail, it works well if you like mixing different styles of chairs and table legs."
"I bought these the minute they became available. I am a huge fan of Robert Rauschenberg, and these stacking scoop chairs from our collaboration with his foundation are just delightful; they're a piece of art and function for the home. Plus I love that 10% of the purchase price goes back to supporting the foundation's grants in the arts!"
"I have the Pelle Chandelier in my studio. I like the modern meets Old World feel, and it works beautifully with the ceiling medallion."
"The print on this bedding is like a piece of art, and the Tencel fabric is deliciously soft; it's made from sustainable eucalyptus fibers and prized for its silky softness and cool-to-the-touch feel. It's simply dreamy."
"I love the light, slender form and brass finish of the Stella Bed. My bedroom is fairly small, so it makes a striking statement without overwhelming the room."
"These are an artful, modern take on the traditional Caspian rug. Each one is hand-knotted by artisans in India and takes weeks to complete They are made of a really fine yet durable wool. I am planning to buy one, but I just can't decide on which color!"
"These are my everyday dishes. I have big stacks of them. They are simple in all white yet interesting with their mix of textures, making it easy to set any type of table."
"This dresser is such a treasure. It is a piece of jewelry for the room, and I use it to store my jewelry and accessories!"
"I just ordered these new Jane dining chairs. When we designed them, I have to confess, I had my own dining room in mind. I love the playful look of the rounded shape combined with chic brass legs."
"I am obsessed with the modern clean lines and light color of this table. It has a beautiful architectural base made of intersecting pieces of brass metal and lacquered wood and practical glass top. If I did not already have a dining table, this is the one I would want!"
Next up: West Elm has spoken—these five trends will blow up this summer.